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Food and Drink on the Internet: Targeting Online and Offline Consumers

Published by: Business Insights

Published: Feb. 1, 2002 - 158 Pages


Table of Contents


Executive Summary

  • Market context
  • Online grocery sales
  • Online consumer groups
  • Food and Drinks Buyers’ online purchasing frequency
  • Food and Drinks Buyers’ behaviour
  • Customer focus
  • Consumer Internet concerns
  • Food and Drinks Infoseekers
  • Concerns about buying over the Internet
  • Effectiveness of new media advertising
  • Food and Drinks Infoseekers
  • Comparison of Food and Drinks Buyers against Food and Drinks Infoseekers
  • Competitor dynamics
  • Ways in which websites were found
  • The future decoded
  • Replenishment will dominate new technology purchases
  • High quality connection speeds will take time to be taken up
  • Consumers are waiting for new mobile technology
  • Consumers in other countries will not be as ready to take up iTV as those in the UK
  • Consumers will be prepared to buy online in future
  • Action points

Chapter 1 Introduction

  • Introduction
  • What is this report about?
  • Who is the target reader?
  • How to use this report
  • What is IMPACT?
  • The survey gives insight into the following topics:
  • Understanding the graphs
  • Definitions
  • Datamonitor identified four key consumer groups
  • Abbreviations

Chapter 2 Market Context

  • Introduction
  • Key findings
  • Market size
  • Online population
  • Those with Internet access
  • Number seeking product information
  • Number buying products and services online
  • Online consumer groups
  • Online market value
  • Online food sales
  • Online drinks sales
  • Food and Drinks Buyers’ online purchasing frequency
  • Market segments
  • Online CPG consumer behaviour
  • Food and Drinks Infoseekers behaviour
  • Food and Drinks Buyers’ behaviour
  • Food and Drinks versus Personal Care
  • CPG Buyers
  • Food and Drinks markets
  • Online spending by Food and Drinks Buyers
  • Drivers and trends
  • Attitudes to brand loyalty
  • Attitudes to personal information
  • Internet use
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers
  • Mobile phone use
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • iTV use
  • Food and Drink Infoseekers
  • Food and Drinks Buyers
  • Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers
  • Conclusion
  • Education level
  • Occupation

Chapter 3 Customer Focus

  • Introduction
  • Key findings
  • Customer identification
  • Profiles: all respondents
  • Age
  • Gender
  • Household income
  • Marital status
  • Families that have children
  • Age of children
  • Ethnic origin
  • Home ownership
  • Profiles: Food and Drinks Infoseekers
  • Age
  • Comparison with base population
  • Gender
  • Comparison with base population
  • Household income
  • Comparison with base population
  • Marital status
  • Families that have children
  • Age of children
  • Education level
  • Comparison with base population
  • Occupation
  • Comparison with base population
  • Home ownership
  • Food and Drink Buyers
  • Age
  • Comparison with base population
  • Gender
  • Comparison with base population
  • Household income
  • Comparison with base population
  • Marital status
  • Families that have children
  • Age of children
  • Education level
  • Comparison with base population
  • Occupation
  • Comparison with base population
  • Home ownership
  • Purchasing behaviour
  • Food and Drinks Buyers
  • Purchasing frequency of Food and Drinks Buyers
  • Spend of Food and Drinks Buyers
  • Customer requirements
  • Issues
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Buying considerations
  • Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers
  • Payment methods
  • Food and Drinks Buyers
  • Offline payment methods
  • Food and Drinks Infoseekers
  • Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers
  • Security
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Branding and marketing
  • Most effective marketing medium
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers
  • Effects of new media advertising
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Comparison of Food and Drink Buyers with Food and Drinks Infoseekers
  • Customer acquisition
  • Increasing return traffic
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers
  • Factors which would encourage online payment
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers
  • Customer retention
  • Retailer/supplier contact purpose
  • Food and Drinks Buyers
  • Retailer/supplier contact method
  • Food and Drinks Buyers
  • Retailer/supplier contact satisfaction
  • Food and Drinks Buyers
  • Abandoning purchases
  • Food and Drinks Buyers
  • Food and Drinks Infoseekers: why would not buy online
  • Conclusions
  • Demographics
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • The online Food and Drinks consumer
  • The Internet is a key marketing tool

Chapter 4 Competitive Dynamics

  • Introduction
  • Key findings
  • Competitor identification
  • Favorite websites
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Frequency of visits to favorite purchasing website
  • Types of information sought online
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers
  • Online research sources
  • Ways in which websites were found
  • Conclusions

Chapter 5 The Future Decoded

  • Introduction
  • Key findings
  • Devices to replace
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Devices to buy
  • Food and Drinks Infoseekers
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Intent to buy similar products in next 12 months
  • Food and Drinks Infoseekers
  • Food and Drinks Buyers
  • Conclusions

Chapter 6 Action Points

  • Introduction
  • Key findings
  • Focus online marketing
  • Meeting consumers’ online needs will enhance brand equity
  • Experiment now with new media advertising, while the cost is low
  • CPG manufacturers are in prime position to take advantage
  • Use online marketing to boost offline sales
  • Integration is the key to successful online marketing
  • Adopt personalisation technologies
  • Personalisation allows added levels of service
  • Integration is the key to successful online marketing
  • Adopt personalisation technologies
  • Personalisation allows added levels of service

Appendix

  • Definitions
  • Research methodology

List of Figures

Figure 1.1: Food and Drinks Buyers: online purchasing value

Figure 1.2: Comparison of food and drinks buyers with food and drinks infoseekers, by issues.

Figure 1.3: Food and drinks Infoseekers: ways in which websites were initially located

Figure 2.4: Online product ordering and purchasing in the last 12 months by those with home Internet access

Figure 2.5: Online consumer groups

Figure 2.6: Online CPG Buyers: markets purchasing from online

Figure 2.7: Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers for Internet use

Figure 2.8: Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers for iTV use

Figure 3.9: Age profile of Food and Drinks Infoseekers

Figure 3.10: Comparison of Food and Drinks Infoseekers with all respondents, by age

Figure 3.11: Comparison of Food and Drinks Infoseekers with all respondents, by gender

Figure 3.12: Comparison of Food and Drinks Infoseekers with all respondents, by income

Figure 3.13: Marital status profile of Food and Drinks Infoseekers

Figure 3.14: Food and Drinks Infoseekers with children: age of children

Figure 3.15: Education level of Food and Drinks Infoseekers

Figure 3.16: Comparison of Food and Drinks Infoseekers with all respondents, by education level

Figure 3.17: Occupation profile of Food and Drinks Infoseekers

Figure 3.18: Comparison of Food and Drinks Infoseekers with all respondents, by occupation

Figure 3.19: Age profile of Food and Drinks Buyers

Figure 3.20: Comparison of Food and Drinks Buyers with all respondents, by age

Figure 3.21: Comparison of Food and Drinks Buyers with all respondents, by gender

Figure 3.22: Household income profile of Food and Drinks Buyers

Figure 3.23: Comparison of Food and Drinks Buyers with all respondents, by income

Figure 3.24: Marital status of Food and Drinks Buyers

Figure 3.25: Food and Drinks Buyers with children: age of children

Figure 3.26: Education level profile of Food and Drinks Buyers

Figure 3.27: Comparison of Food and Drinks Buyers with all respondents, by education level

Figure 3.28: Comparison of Food and Drinks Buyers with all respondents, by age

Figure 3.29: Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers, by issues

Figure 3.30: Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers, by buying considerations

Figure 3.31: Food and Drinks Buyers: preferred online payment methods

Figure 3.32: Food and Drinks Infoseekers: preferred methods of offline payment

Figure 3.33: Food and Drinks Buyers: preferred methods of offline payment

Figure 3.34: Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers, by offline payment methods

Figure 3.35: Food and Drinks Infoseekers: Concern over security of online purchasing

Figure 3.36: Food and Drinks Buyers: Concern over security of online purchasing

Figure 3.37: Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers, by most effective marketing media to encourage consumers to visit websites

Figure 3.38: Food and Drinks Buyers: Effectiveness of New Media advertising in the last 12 months

Figure 3.39: Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers, by effect of New Media advertising in the last 12 months

Figure 3.40: Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers, by increasing traffic return

Figure 3.41: Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers, by preferred online payment methods

Figure 3.42: Food and Drinks Buyers: Purpose of after-sales contact with supplier

Figure 4.43: Comparison of Food and Drinks Buyers with Food and Drinks Infoseekers by type of information sought

Figure 4.44: Food and Drinks Infoseekers: Ways in which websites were found

List of Tables

Table 1.1: Online market value: Food and Drinks, 2000 —2005 (US$m)

Table 1.2: Online market value: Food and Drinks, 2000—2005 (US$m)

Table 1.3: Products and services purchased online from September 2000—September 2001 by food and drinks buyers

Table 1.4: Food and drinks infoseekers: areas of concern with Internet

Table 1.5: Food and drinks infoseekers: areas of concern with Internet

Table 1.6: Comparison of food and drinks buyers with food and drinks infoseekers, by effect of new media advertising.

Table 1.7: Definitions, IMPACT 2001

Table 2.8: All respondents: Internet access and location

Table 2.9: Those respondents with home Internet access seeking product information online

Table 2.10: Online product ordering and purchasing in the last 12 months by those with home Internet access

Table 2.11: Online product ordering and purchasing in the last 12 months by those with home Internet access

Table 2.12: Online market value: Food and Drinks, 2000-2005

Table 2.13: Online market value: Food, 2000-2005 (US$m)

Table 2.14: Online market value: Drinks, 2000-2005 (US$m)

Table 2.15: Food and Drink Buyers: online purchasing frequency and purchase value

Table 2.16: Percentage of Food and Drinks Infoseekers who sought information on products and services online in the last 12 months, by market segment, IMPACT 2001

Table 2.17: Products and services purchased online in last 12 months by Food and Drinks Buyers

Table 2.18: Online CPG Buyers: markets purchasing from online

Table 2.19: Markets from which Food and Drinks Buyers have bought in the last 12 months

Table 2.20: Food and Drinks Infoseekers and Food and Drinks Buyers: “If I like a brand I tend to stay loyal to it”.

Table 2.21: Food and Drinks Infoseekers and Food and Drinks Buyers: “Don’t mind giving out personal information on the Internet”

Table 2.22: Food and Drinks Infoseekers: Internet use

Table 2.23: Food and Drinks Infoseekers: Internet use

Table 2.24: Food and Drinks Infoseekers: Mobile phone use

Table 2.25: Food and Drinks Buyers: Mobile phone use

Table 2.26: Food and Drinks Infoseekers: iTV use

Table 2.27: Food and Drinks Buyers: iTV use

Table 2.28: Food and Drinks Infoseekers: Mobile phone use

Table 2.29: Occupation profile of all respondents

Table 3.30: Age profile of all respondents

Table 3.31: Gender profile of all respondents

Table 3.32: Household income profile of all respondents

Table 3.33: Marital status profile of all respondents

Table 3.34: Families with children profile of all respondents

Table 3.35: Age of children profile of all respondents

Table 3.36: Ethnic origin profile of all respondents

Table 3.37: Home ownership profile of all respondents

Table 3.38: Age profile of Food and Drinks Infoseekers

Table 3.39: Food and Drinks Infoseekers: Mobile phone use

Table 3.40: Household income profile of Food and Drinks Infoseekers

Table 3.41: Marital status profile of Food and Drinks Infoseekers

Table 3.42: Food and Drinks Infoseekers who have children

Table 3.43: Food and Drinks Infoseekers with children: age of children

Table 3.44: Education level of Food and Drinks Infoseekers

Table 3.45: Occupation profile of Food and Drinks Infoseekers

Table 3.46: Home ownership profile Food and Drinks Infoseekers

Table 3.47: Age profile of Food and Drinks Buyers

Table 3.48: Gender profile of Food and Drinks Buyers

Table 3.49: Household income profile of Food and Dinks Buyers

Table 3.50: Marital status of Food and Drinks Buyers

Table 3.51: Food and Drinks Buyers with children

Table 3.52: Food and Drinks Buyers with children: age of children

Table 3.53: Education level of Food and Drinks Buyers

Table 3.54: Occupation profile of Food and Drinks Buyers

Table 3.55: Home ownership of Food and Drinks Buyers

Table 3.56: Food and Drinks Buyers: CPG goods purchased

Table 3.57: Food and Drinks Buyers: purchasing frequency across categories

Table 3.58: Food and Drinks Buyers: purchasing frequency across categories

Table 3.59: Food and Drinks Buyers: Amount spent online by category

Table 3.60: Food and Drinks Buyers: Amount spent online by category

Table 3.61: Food and Drinks Buyers: Amount spent online by category

Table 3.62: Food and Drinks Buyers: Amount spent online on ordering a gift item

Table 3.63: Food and Drinks Infoseekers: Areas of concern with Internet

Table 3.64: Food and Drinks Buyers: Areas of concern with Internet

Table 3.65: Food and Drinks Infoseekers: Important considerations when buying online

Table 3.66: Food and Drinks Buyers: important considerations when buying online

Table 3.67: Food and Drinks Buyers: Preferred online payment methods

Table 3.68: Food and Drinks Infoseekers and Food and Drinks Buyers: preferred methods of offline payment

Table 3.69: Food and Drinks Infoseekers: Concern over security of online purchasing

Table 3.70: Food and Drinks Buyers: concern over security of online purchasing

Table 3.71: Food and Drinks Infoseekers: Most effective medium for encouraging website visits

Table 3.72: Food and Drinks Buyers: Most effective medium for encouraging website visits

Table 3.73: Food and Drinks Infoseekers: Effectiveness of New Media advertising in the last 12 months

Table 3.74: Food and Drinks Buyers: Effectiveness of New Media advertising in the last 12 months

Table 3.75: Food and Drinks Infoseekers: Factors encouraging more frequent visits to favourite site

Table 3.76: Food and Drinks Buyers: Factors encouraging more frequent visits to favourite site

Table 3.77: Food and Drinks Infoseekers: Mobile phone use

Table 3.78: Food and Drinks Buyers: Factors which would encourage online payment

Table 3.79: Food and Drinks Buyers: Purpose of after-sales contact with supplier

Table 3.80: Food and Drinks Buyers: Method of contacting retailer/supplier

Table 3.81: Food and Drinks Buyers: Satisfaction with after-sales service

Table 3.82: Food and Drinks Buyers: Reasons for not returning to website

Table 3.83: Food and Drinks Infoseekers: Reasons for not buying food and drink online

Table 3.84: Most common characteristics of Food and Drinks Infoseekers in Europe and the US

Table 3.85: Most common characteristics of Food and Drink Buyers in Europe and the US

Table 4.86: Food and Drinks Infoseekers: Favourite type of website for purchasing goods

Table 4.87: Food and Drinks Buyers: Favourite type of website for purchasing goods

Table 4.88: Food and Drinks Buyers: Frequency of visits to favourite purchasing website

Table 4.89: Food and Drinks Infoseekers: Type of information sought on websites

Table 4.90: Food and Drinks Buyers: Type of information sought on websites

Table 4.91: Food and Drinks Infoseekers: Ways in which websites were found

Table 5.92: Food and Drinks Infoseekers: Equipment to replace in next 12 months

Table 5.93: Food and Drinks Buyers: Equipment to replace in next 12 months

Table 5.94: Food and Drinks Infoseekers: Equipment to buy in next 12 months

Table 5.95: Food and Drinks Infoseekers: Planned Internet connection upgrades

Table 5.96: Food and Drinks Buyers: Planned Internet connection upgrades

Table 5.97: Food and Drinks Infoseekers: Use of mobile phone in 12 months

Table 5.98: Food and Drinks Buyers: Use of mobile phones in 12 months

Table 5.99: Food and Drinks Infoseekers: iTV use in 12 months

Table 5.100: Food and Drinks Buyers: iTV use in 12 months

Table 5.101: Food and Drinks Infoseekers: Intent to buy similar products in the next 12 months

Table 5.102: Food and Drinks Buyers: Intent to buy similar products in next 12 months

Table 6.103: Definitions of the IMPACT study

Abstract

15% of US and 9% of European Buyers have abandoned certain websites and no longer use them. Although reasons vary, in Europe poor customer service and late arrival of goods have been the main reasons. Retailers and manufactures of food and drinks products must understand the every changing requirements of the online consumer, in order to formulate successful, long-term eCommerce strategies and gain ground over their competition. The Future of Food and Drinks on the Internet: Targeting online and offline consumers will allow you to identify and understand your consumers' Internet motivations and sensitivities and discover which types of customer relationship management channels consumers prefer to use. The report will provide you with effective customer acquisition and retention strategies essential for long-term success.

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